Campbell's: NFT

Campbell's, a food brand, created a brand-first NFT campaign to publicise its first brand redesign in 50 years, communicate modernity and drive relevance.

Campaign details

Brand: Campbell's CondensedAgency: MSL GroupRegion: North America

Strategy

Objective:

The iconic red & white label has been synonymous with the art world since Andy Warhol featured Campbell's Soup cans in his 1960s modern 'pop-art.' While the label is a world-renowned icon, minorly updating the logo and design wasn't exactly headline news.

A trifecta of firsts:

To make some noise around Campbell's first label redesign in 50 years, and highlight how Campbell's continues to modernize to reach new audiences, the team inserted the brand into the 'modern' art conversation by commissioning the most modern...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands